Catering O2O currently to buy, takeout, ordering seats, etc.

1. Food and beverage O2O field development potential is very large, at present to buy, takeout, ordering seats, etc.

2. The user's demand for O2O is to save time, the restaurant's demand is to increase the order and user stickiness, and ultimately increase the income;

3. Excessive superstition of the Internet, overdraft brand is a big taboo catering o2o. Reasonable balance line and offline resource allocation, can be healthy development.

The restaurant in the cell phone

As several big giants expand their layout in the O2o field, the entire industry's financing quota is constantly being refreshed. In today's mobile internet, it seems that without mentioning O2O, your business model is not new. And with the use of mobile phone applications and the further combination of people's dining needs, catering O2O in the first half of this year became particularly hot.

On the one hand, the population with the ability to consume continues to grow, which brings about the overall upgrade of the service industry. On the other hand, the popularization of mobile internet has accelerated the development of O2O field.

China has a huge food and beverage market, according to the National Bureau of Statistics, 2013 China's food revenue accumulated 2.5392 trillion yuan, although the high-end food growth is weak, but the popularity of food and beverage maintained more than 10% of the growth rate, followed by the food and beverage O2O Market size in the last two years of rapid growth.

A restaurant O2O, what kinds of play?

At present, we refer to the catering O2O, mainly refers to group purchase, coupons, take-away, as well as ordering a meal in these several subdivision areas.

The first "net" experience of traditional merchants in the catering industry is a decade ago, through the public comments, love to help such sites, online display of their own information. Public comments then gradually set up a user UGC reviews as the core model, to help consumers make decisions, the process of Third-party platform does not intervene in the transaction, the business is essentially or information exposure.

2010 before and after the rise of group buying in China, the concept of O2O began to become more and more hot. Group buying can directly help businesses to facilitate transactions, can bring a large number of customers, but in this seemingly lively process, but only a small part of the business benefits. Most catering enterprises because of short-sighted and break the original price and service system, but hurt its own brand. "Thousand Regiment War" after also retained the main group buys the player also only then the American Regiment, the populace reviews and the glutinous Rice three, the former two occupy 70% group buying market.

Takeout is the market segment that has been the most discussed in the field of food and beverage O2O in nearly a year, and is considered the next strong demand point in the catering industry following group buying. The restaurant wants to increase turnover without increasing the fixed cost, which is a good choice. When the merchant has the basic Internet consciousness and the related technical condition, the O2O takeout is also possible.

Booking, that is, the reservation, the current main players are the public comments. Starting from the information service 10 years ago, the public reviews have developed electronic coupons, group buys, and the online less than one year of scheduled services, and gradually to the trading chain closer. The current volume of bookings is still small, but it is growing faster.

Order meal in this field there are two types of players, one is the big mouth this from the B-end, trying to complete from the point of the meal to payment of the transaction closed loop; another such as tomatoes quickly, bypassing the business focus on service users, still with information services and consumer guidance.

Two O2O, what brings to the restaurant?

Whether it's buying, selling, or ordering a meal, the user's needs are clear-save money or save time. But what are their needs for offline traditional businesses?

On the whole, catering businesses are willing to turn the line, nothing more than to improve exposure, attract more consumers, so as to bring new users and manage the old users, and ultimately achieve the goal of increasing revenue.

From the two dimensions of online marketing and direct revenue promotion, different O2O forms also correspond to the specific needs of different businesses:

Group buying, that is, with relatively favorable prices to attract consumers, from the line of drainage, can be regarded as a business marketing means;

Takeaway, if the buy is discount marketing, takeout can help the restaurant to do positive price sales, within the limit of the cost of effectively increase the number of orders, directly improve sales;

Book and order, equivalent to pay for the effect of advertising, user booking (order) and to shop consumption, merchants only need to pay for online platform related costs. This form can effectively transform the online passenger flow, high conversion rate and help to manage the old members. At the same time, the restaurant can save a portion of human and time costs by completing bookings and ordering online.

How to meet the needs of three businesses?

Now that the demand is clear, then these requirements online to the offline process, the actual effect of the solution?

1. Can the cost be borne?

Whether it is to buy, sell or order a meal, the cost of the business can be digested?

First of all, from the technical cost, although the beginning of the 2010, The Thousand Regiment War Education a part of the C-side merchants, so many offline businesses focused on the concept of online marketing, but also saw the Internet's huge drainage capacity. But even so, offline businesses in the sense and technology, are still with the pace of development on the line.

Under the Internet Business network software and hardware base is poor, with the line difficult docking. such as ordering, the merchant needs to connect the existing financial system to the checkout software, the restaurant reservation, the merchant side needs to have a system to manage the desk--in these respects, the restaurant merchant's base is still relatively weak.

Another important cost is service. Sell for example, the merchant currently can choose, the third nowhere sells the platform, including hungry Mody This kind of merchant solves the form of the distribution by itself, as well as the home food will provide the logistics to the merchant, collects certain transaction commission form.

There are also businesses choose to build their own distribution, it will need to bear the related human costs. To ensure delivery speed at busy times, you need to add additional distribution staff. But if the number of orders is limited, the new distribution manpower costs cannot be covered.

The cost of third-party distribution is fixed. At home Gourmet will, for example, at present each transaction to extract 15% of the turnover as a commission, at the same time charging users six dollars distribution fee. From a digital perspective, the cost of this third-party distribution is not low.

2. Can you retain old users-how can online traffic become your own?

The user's continuous consumption is the core of all O2O forms, precision marketing and user management are the most needed by the merchant. Although the online flow is large, but how to turn this part of the flow into their own passenger flow, is the biggest challenge.

The problem of group buying is very representative. It is difficult for consumers to buy preferential prices, and many businesses "price drop service also drop" behavior, so that the user retention rate greatly discounted. Excessive initiation of group buying will result in a continuous reduction of user retention rate, customer unit price will also be significantly reduced.

In the solution of the business "two times consumption" problem, but also face a lot of problems. The delivery speed is slow, the quality of the food is difficult to guarantee all affect the retention of the user.

3. Is it the drainage from the line or the line feeding line?

For a part of the brand awareness of catering and chain catering enterprises, it is necessary to attract passengers through a third-party platform? Online participation in Third-party group buying and the logic of sending out, in the end is from the line to the line to introduce passenger flow, or the restaurant online under the brand influence to the third party on the platform?

We can discuss this problem through the case of Meizhou Dongpo. Meizhou Dongpo first tried to buy, takeout and other third-party services, to 2013, began to try to build their own online direct marketing system, its own 400 meal booking website has been online. According to industry sources, Meizhou DONGPO sales system received orders have exceeded the Third-party platform.

Chain restaurants such as McDonald's, KFC is similar to the situation, this part of the catering enterprises have more loyal to the old customers and enough brand awareness, need to do is to put the online limited space within the difficult to solve the consumer demand, transfer to the line.

For this part of the catering enterprises with brand influence, the establishment of their own online direct marketing system may be a more reasonable O2O solution.

Conclusion: Do not be superstitious, step-by-step

O2O like a basket, everything can be loaded. But the logic of business is always ça, and the most fascinating thing about a business form is to find the key models that might be replicated.

For catering O2O, regardless of the form of what we need to solve through the Internet, is always connected to businesses and users at both ends of the demand. Don't overspend, and don't get stuck in the rut, making the Internet and mobile internet reasonably "for me".

Wen/Ran